072: Zeroing in on the marketing trends that can lead to greater impact |
Frequently, if not always, our work can feel like a constant chase. New strategies, tools, and platforms hold the promise of catching the renewed attention of your audience. Yet, shifting economic factors and data guidelines throw a wrench in our work.
As a busy nonprofit marketer, how do you sift through the noise and identify the trends that will truly lead to greater impact?
In this week’s brief, we'll unpack key trends to watch and offer practical tips to integrate them into your marketing, ensuring they add meaningful value to your mission and outcomes.
 |
 |
Snackable snippets |
|
The science behind optimal touchpoints 📖 While this might be a good starting point for a welcome series, this should change as you get more information about the wants, needs, and motivations of your supporters. Tamara Wheeler of RKD Group shares a few ways to get to know your supporters better: market research, connected data, and advanced analytics. In uncertain economic climates, nonprofits often engage higher net-worth individuals to hit their fundraising goals. After all, the average major donor gave $35,000 in 2022. The Chronicle chatted with three fundraising experts to glean their insights on the current giving environment and strategies for attracting larger gifts. The takeaways might surprise you—hint: It’s not always about the major donors.
|
In the news |
An emerging and concerning social trend has surfaced: Young girls are flocking to the likes of Sephora to stock anti-aging skincare products.
To counter this harmful narrative, Dove released its #Faceof10 campaign in an effort “to boost the self-esteem of kids who are showing early signs of anxiety over their looks.” Harnessing the influence of celebrity Drew Barrymore, Dove leans into influencer marketing to amplify this message of positivity.
*****
It seems we can’t escape the rise of TikTok. New data finds that ad spend on this popular social platform reached $1.2 billion in Q4 of last year—a 43% increase from the $805 million in the first quarter of 2023.
“TikTok’s massive growth in the last few years provides a key outlet to reach the highly engaged, often young audiences as they are scrolling through their feeds,” Todd Krizelman, MediaRadar’s co-founder and CEO, said in a press release.
For your inspiration folder |
Happy Women’s History Month! To kick off, brands celebrated with International Women’s Day campaigns last Friday. Engaging in these types of awareness events can sometimes feel superficial, but when they’re aligned with your mission, they have the power to spark meaningful conversations and drive positive change.
To inspire you this month or for future awareness initiatives, here are top campaigns from International Women’s Day.
 |
Share this
Learning from Wendy’s marketing misstep
Driving GivingTuesday success with urgency and community